2019年將速度打造為產品戰略的即使.pptx

1、PM-Summit 2019,Management are not able to understand the complete picture 管理不能理解完整藍圖3 years is an eternity for top management 3年在管理里面簡直是不可企及的“永遠”Sales are focused on the last customer 銷售團隊通常聚集于最近的客戶Deliveries are about producing and delivering today 交付通常就是今天，馬上！Development teams focus on the next sp

2、rint 開發團隊通常聚焦于下一個“沖刺”Customers focus on their problems today 客戶只關心他們今天遇到的問題,We are driven by short term priorities 我們經常被短期優先級驅動,Realities 現實,Management are not able to understand the complete picture 管理不能理解完整藍圖3 years is an eternity for top management 3年在管理里面簡直是不可企及的“永遠”Sales are focused on the last

3、 customer 銷售團隊通常聚集于最近的客戶Deliveries are about producing and delivering today 交付通常就是今天，馬上！Development teams focus on the next sprint 開發團隊通常聚焦于下一個“沖刺”Customers focus on their problems today 客戶只關心他們今天遇到的問題All of the profit is made further down the lifecycle 可所有利潤的產生都通常不是當下,We are driven by short term pr

4、iorities 我們經常被短期優先級驅動,Realities 現實,PRODUCT MANAGEMENT IS VITAL FOR LONG TERM PROFITABILITY產品管理對于長期的利潤是至關重要的,Product Management Issues,MISSED MARKET OPPORTUNITIES 錯過市場機遇Missed opportunity due to lack of technology readiness Not able to respond quickly enough on market changesUnder-explored values in

5、products and technologiesLONG TERM THINKING DIFFICULT 很難長期思考Difficult to manage shifts in technology or infrastructural changesLong term deliveries are destroyed by short term measurable deliverables Short-term projects ruin the core of the product,undermining the defining technology,We are not perf

6、orming at our best 通常不會做到最好,ORGANIZATIONAL ISSUES 組織問題Hard to coordinate teams with different perspective on time and successNot allowing individuals and resources to deliver.PROCESS ISSUES 流程問題Uncertain delivery date of development projects or featuresPromises are made on unrealistic deliveriesDeve

7、lopment predictability not good enough BUSINESS CONTROL 商業控制Business management is hijacked by development issuesHidden costs in the organization,Product Management Issues 產品管理問題,PRESENTATION,AGENDA 日程,PART 1 SWEDEN 走進瑞典,”WHAT HAPPENED IN SWEDEN LAST NIGHT?”,1,01,SWEDEN 認識瑞典10 million inhabitants 10

8、00萬居民Too dark in winter 冬天很黑Too light in summer 夏天很亮,STRONG INDUSTRIAL BACKGROUND強大的工業背景,GEELY VOLVO 吉利沃爾沃=SUCCESFUL COLLABORATION 成功協作的典范Better than Ford.比福特好.,11,Alfa LavalSeparators,Heat Exchanger 分離器、熱交換器,12,SCANIA New product line Always the Industries most profitable company新產品線，業界盈利最好的公司,SCAN

9、IAPulse Meeting similar to Daily Standup in ScrumFor the last 30 years 脈沖會議，類似Scrum 每日站會In all departments.30年歷史了，在所有部門，“全員敏捷”“Agile Everyhing”,Different customer needs 不同的客戶需求,MODULAR PRODUCT SYSTEM-MAIN COMPONENTS,SCANIAArchitecture is a religion 產品架構是一個信仰How you build it is as important as what y

10、ou build.“如何構建”與“構建什么”一樣重要,VALUE FOCUS 聚焦價值,VALUE ENGINEERING in separate workshop價值工程，第二天的工作坊詳解,Three SWEDISH SECRETS 3個來自瑞典的秘密,1,PULSE DRIVEN DEVELOPMENT 脈沖驅動開發,Different perspectives 不同的視角,ARCHITECTURAL BUSINESS THINKING 業務架構思考,Product Architecture,Modularisation,Configuration產品架構、模塊化、配置,VALUE FO

11、CUS 聚焦價值,A process for developing Value一個開發價值的過程,2,3,02,HOW DO YOU CREATE HIT MUSIC?如何創作音樂？,Speed Layers,The HOOK is needed in all songs疊句在所有歌曲中都需要,HOW DO YOU CREATE HIT MUSIC?,Every hit has a HOOK 每一個hit都有一個疊句A HOOK makes you remember the song 疊句讓你記住歌曲The HOOK can be anything and anywhere in the so

12、ng 疊句可以是任何東西，可以在歌曲里的任何地方,22,The HOOK 疊句,Speed Layers,HOW DO YOU CREATE HIT MUSIC?,23,Speed Layers,HOW CAN YOU RECOGNIZE A BAND?,The SOUND You must develop a SOUND聲響，每一個音樂必須要有,Every succesful band has a SOUND 每個成功的樂隊都有The SOUND can consist of anything 可以包含任何東西The SOUND is unique and hard to copy 獨特的，

13、很難拷貝,24,The SOUND 聲響,Speed Layers,HOW CAN YOU RECOGNIZE A BAND?,25,The CONCERTS.After Spotify.演唱會,Speed Layers,WHERE DO YOU MAKE THE MONEY?,Every CONCERT requires instant delivery 需要持續發布In the CONCERT there might be room for improvisation 可能會有即興創作的部分Combination of rules and culture 混合了規則和文化,26,The C

14、ONCERT 演唱會,Speed Layers,WHERE DO YOU MAKE THE MONEY?,CONCERT,HOOK,SOUND,Music and Product Management音樂與產品管理,HORIZON 1,HORIZON 2,HORIZON 3,Horizons are defined by using the three Horizon Model by McKinsey,CONCERT,HOOK,SOUND,Inspiration from Hit songs and successful bands,Music and Product Management音

15、樂與產品管理,SPRINTS,RELEASE TRAIN,PRODUCT VISION,SAFe manages multiple speeds,HORIZON 1,HORIZON 2,HORIZON 3,Horizons are defined by using the three Horizon Model by McKinsey,CONCERT,HOOK,SOUND,Inspiration from Hit songs and successful bands,Music and Product Management,SALES,MARKETING,ECOSYSTEM,Sales and

16、 Marketing activities,SPRINTS,RELEASE TRAIN,PRODUCT VISION,SAFe manages multiple speeds,HORIZON 1,HORIZON 2,HORIZON 3,Horizons are defined by using the three Horizon Model by McKinsey,CONCERT,HOOK,SOUND,Inspiration from Hit songs and successful bands,Music and Product Management,CUSTOMIZATION,PRODUC

17、TS,PLATFORM,B2B Reality with architectural levels,SALES,MARKETING,ECOSYSTEM,Sales and Marketing activities,SPRINTS,RELEASE TRAIN,PRODUCT VISION,SAFe manages multiple speeds,HORIZON 1,HORIZON 2,HORIZON 3,Horizons are defined by using the three Horizon Model by McKinsey,CONCERT,HOOK,SOUND,Inspiration

18、from Hit songs and successful bands,Music and Product Management,CUSTOMIZATION,PRODUCTS,PLATFORM,SALES,MARKETING,BRAND,SPRINTS,RELEASE TRAIN,PRODUCT VISION,HORIZON 1,HORIZON 2,HORIZON 3,Multiple Speeds in a Music 一個音樂里面有多層速度,1,2,3,CONCERT,HOOK,SOUND,CUSTOMIZATION,PRODUCTS,PLATFORM,SALES,MARKETING,BR

19、AND,SPRINTS,RELEASE TRAIN,PRODUCT VISION,HORIZON 1,HORIZON 2,HORIZON 3,Multiple Speeds in a Product一個產品里面也有多層速度,1,2,3,CONCERT,HOOK,SOUND,Speed Layer 1,Speed Layer 2,Speed Layer 3,Element,Element,Element,Element,Element,Element,Element,Element,Element,Element,Element,Element,The Product SoundTrack Fr

20、ameworkProduct SoundTrack 框架,Speed Layer 1,Speed Layer 2,Speed Layer 3,PLAYGROUND,EDGE,CORE,Element,Element,Element,Element,The PLAYGROUND is the area for quick market adaptations,customizations and experimentation快速的市場采用，定制化和試驗NEED FOR SPEED,The EDGE represents Concepts or Features which differenti

21、ates the product offering from Alternatives和競品進行差異化的概念或特性KEEP THE EDGE,The CORE is the defining technology allowing continuous development of successful products支持長久成功的決定性的技術MIND THE CORE,Element,Element,Element,Element,Element,Element,Element,Element,A Speed layer consists of key elements forming t

22、he key capabilities of the layer.The key elements are called PLAYGROUND,EDGE and CORE for the different speeds.In all layers supporting elements are part of the layer delivering necessary functions and capabilities.The speed layers have different decision making processes.,Product SoundTrack is a fr

23、amework for tech companies to manage different speeds within one product.Thus achieving excellent responsiveness while pursuing product leadership.管理不同速度，獲得優秀的反應和領導力,Related work 一些專家的相關工作,Two-speed IT(McKinsey,2014)Fast-speed,customer-centric front endSlow-speed,transaction focused legacy back endT

24、hree horizons(The Alchemy of Growth,2000)Operative targets,Strategy themes and focus areas,VisionStrategic Buckets for resource allocation(Hutchinson-Krupat,2015)Strategic buckets can be defined using time/complexityResource allocation/investment call for each bucket done by top managementGovernance

25、/implementation of each bucket done further down in the organizationProduct Strategy for High Technology Companies(McGrath,2001)Definition of layers and defining technologyEach layer has its own set of rules,speed can be includedSAFe,Scaled Agile Framework(Leffingwell,2007)Development teams refining

26、 backlog 2-3 sprints aheadMarketing team works with 12-18 month roadmapsManage different release cyclesZone to Win(Moore,2017)Organizing according to different speedsConnecting organization with Life Cycle Management,03,Customization&Speedy deliveries定制與迅速發布,Customization:定制Delivery of unique custom

27、er requirements on integration,functions etc.to create buyer motivation 為客戶需求量身定制Adaption to different Market Channels or Segments 為不同市場渠道或分段定制Can be structured into variances with established rules(configuration management,mass customization)以一定規則進行變體Enable speedy development:迅速發布Test new things,in

28、novate and experiment 測試，創新，試驗The ability to offer new products(or features)on a timely basis has become an important competitive factor 及時提供新特性成為競爭要素Responsiveness,meet customer expectations on speed and agility 快速響應，滿足客戶對速度和敏捷的需求,Speed layer 1 with PLAYGROUND 第1層速度層 Playgournd,Rules PLAYGROUND 規則,

29、Or solution engineers for customization,Speed layer 1 with PLAYGROUND,Finding your EDGE-Differentiation找到差異化,Speed layer 2 with EDGE,Identify your edge 識別 EDGEUnique features normally not enough 獨特特性，通常不夠Ease of use,deisgn,Total cost of Ownership,Adaptability,delivery process etc 易用、設計、擁有者的總耗費、可采納性，

30、發布過程Plan for change 計劃改變Competitors will copy your EDGE。競爭對手拷貝Plan for upgrades that gives you a new edge 為升級規劃Speed driven by markt pulse 受市場脈沖驅動,Rules EDGE 規則,Or solution engineers for customization,Speed layer 2 with EDGE,The CORE,Is the part of your product that 產品最核心的東西Provides uniqueness over

31、time 隨著時間流逝最獨特的Is very difficult to copy 很難拷貝Delivers sustainable differentiation 持續差異化The life-cycle of the product line(Platform)is dependent on the COREs continuing strength 整個產品線依賴于CORE的能力Continuous Competitive advantage is derived from the CORE 持續競爭優勢It is difficult to understand the CORE 很難理解D

32、efining the CORE enables you to focus on whats most important聚焦最重要的東西,Speed layer 3 with CORE,Rules-CORE,Or solution engineers for customization,Speed layer 3 with CORE,SPEED LAYERS,Released in the weird and wonderful Swedish Market,Segment driven Product Strategy 區段驅動的產品策略 Accelerate technology dev

33、elopment for different segments,Parallel Development并行開發Experiment,Develop Products and Core simultaneously,IoT Startup 物聯網創業Guiding investements in building capabilities for sales,products and technology,This is great.Keep.Also do a version with one of their lifestyle images.For that version,fade out the other logos so they are super faint.,Fighter PlaneFor structuring the Roadmap and technology development,Speed layers 速度層價值,